Values Modes is a segmentation tool in the United Kingdom, based on the British Values Survey.

Background

The Values Modes model was created in 1973, by Pat Dade and Les Higgins.[1] The tool, which is owned by the company Cultural Dynamics, is used strategically in marketing and political campaigns. It divides the population by values, identifying three core groups: Settlers, Prospectors and Pioneers. It is the main subject of the book "What Makes People Tick",[2] by Chris Rose.

Tracking

The British Values Survey asks a large sample of people a range of questions each year.[4] It uses their answers to track how values are changing. Researchers gauge shifts in the values composition of certain groups and track changes in the overall population.

Questions

The British Values Survey measures over 100 psychological attributes of individuals, and includes Shalom Schwartz's Values scales model, which identifies ten core human values.[5] Questions are based on a simple Likert scale. They range from everyday concerns (i.e. "How much do you agree that products don't last as long as they used to?") to questions on social issues like the sentencing of criminals.[6]

Groups and sub-groups

There are three core umbrella groups, each of which contains four sub-groups.

Pioneers are motivated by self-realisation. Their views are governed by values of collectivism and fairness. In their personal lives they are ambitious, but seek internal fulfilment rather than the esteem of others.

Prospectors are driven by the esteem of others. They are motivated by success, status and recognition. They are usually younger and more optimistic. They are often conscious of fashion or image, and tend to be swing voters.

Settlers are motivated by resources and by fear of perceived threats. They tend to be older, socially conservative and security conscious. They are often pessimistic about the future, and are driven by immediate, local issues affecting them and their family.

Uses of Values Modes

Organisational uses

A person's 'values group' can affect how they view most issues, from the environment[8] to taxation, immigration or economic and personal aspiration. Individuals with different values are said to perceive these issues differently, and are more amenable to certain changes. Values Modes is therefore used by some organisations to design policies, behaviour change strategies and social marketing campaigns. It has been deployed in areas including [public health, recycling and road safety, and has particular usage among local authorities looking to build relations with residents.[9] Values Modes is also said to have business uses, and has also been applied to corporate governance in the past.[10]

A person's values can also affect the language they respond best to. Prospectors, for example, are reportedly more open than Settlers to statistics-led messaging, and there are also often clashes between service providers, who tend to be Pioneers, and service-users, who are often Settlers.[11] The Values Modes tool is therefore also used by some communications departments, to prevent "clashes" and to "tailor initiatives and messages to fit different value groups."[12]

Political uses

Analysts who use the Values Modes tool claim that, as class-based voting has "dealigned",[13] it provides a more accurate model of voting behaviour than segmentation based on race or ethnicity, or social class-based approaches such as Mosaic and ACORN.[14][15]

UKIP

Some figures on the political left have used the Values Modes tool to try and understand the rise of UK Independence Party (UKIP)[23] - a political party with a predominantly Settler base (especially among those with Brave New World or Golden Dreamer values[24]), which is built on preoccupations with issues like immigration. Nick Pecorelli argues that Labour lost many of its Settler supporters in office, and attributes the rise of UKIP, in part, to this change, writing that "Labour Settlers, once the bedrock of the party's support, are gradually being dislodged from their tribal loyalties".[25] Values Modes were used as part of a Labour Party strategy on 'Beating Ukip on the Ground',[26] which was incorporated into the Fabian Society paper, "Revolt on the Left".

Changes to values

Within individuals

The Values Modes tool is based on the premise that people switch between groups as life experiences change their values. If people's needs are met and goals are fulfilled they tend to make a transition through the groups.[27] This shift usually takes the form of a move from Settler to Prospector to Pioneer, as immediate, sustenance-driven needs are replaces with more abstract concerns.

Over time

The British Values Survey indicates that, since data collection began, the proportion of the UK population in different values groups has changed significantly.[28] The period 1973-2005 saw a shift away from Settler values[29] - probably because of greater affluence meaning core needs were more often being met. Since the 2008 economic crisis, the survey describes a return, by some of the less optimistic Prospectors, to Settler values, perhaps as a result of resources being scarcer.

The table below[30] tracks changes to the UK values composition over time. The increase in Prospector values between 2011 and 2012 is "hints at a hesitant return to optimism or perhaps a normalisation of austerity."[30]

Values group

1973

2000

2005

2008

2011

2012

Pioneers

19%

36%

38%

41%

37%

38%

Prospectors

25%

30%

38%

28%

24%

32%

Settlers

56%

35%

25%

31%

39%

30%

Criticism and alternative approaches

The Common Cause set of "cultural values"] is seen by some as an alternative approach to Values Modes. A RSA (Royal Society for the encouragement of Arts, Manufactures and Commerce) blog on the subject, written in February 2013,[31] described the Common Cause critique of Values Modes as being that "Rather than satiating that level of Maslow's 'Hierarchy of Needs' - and thus prompting people move to new more globally compassionate, caring needs - Values Modes will just strengthen the values of selfish consumerism." Pat Dade, according to the blog, responded by saying that such an approach would "alienate many, perhaps even most of the UK population, who don't enjoy the feeling of being lectured in worthy-sounding Guardian-esque language, and rarely if ever change their behaviour as a result of it."

Modes of transportation in the modern world are for the most part efficient, fast, and reliable. However to this day versions of transportation apparatuses that are powered by human and animal energy still serve humanity. The Modes of Transportation: ABC Book of Rhymes introduces children to twenty six modern and ancient transportation modes, one for each letter of the alphabet. Beautiful images, fun rhymes and a bit of history and trivia accompany each of the means of transport featured in this wonderful book.

Shoes have come a long way in the thousands of years since primitive man first donned bark and animal skins. Originally used to protect feet from harsh temperatures and rough land, shoes have evolved into an article of high fashion and style, a sartorial reflection of class, rank, and wealth. Take a stroll through history with this carefully researched, lavishly illustrated survey of footwear by R. Turner Wilcox, the fashion editor of Women's Wear Daily from 1910 through 1915.What did Tutankhamen's burial sandals look like? What shoes were the height of fashion in Paris at the turn of the century? The answers are all inside, along with hundreds of meticulously detailed images of every type of footwear imaginable: papyrus sandals from ancient Egypt, Chinese silk wedges for binding the feet, high wooden clogs for navigating muddy streets, English cavalier boots finished with rosettes and buckle trim, French taffeta dancing shoes, satin-and-lace boudoir slippers, kiltie golf brogues, jodhpur boots, American saddle oxfords, and so much more. Spanning centuries of styles from simply practical to distinctively dazzling, The Mode in Footwear is a true find for fashion editors, illustrators, costume designers, and shoe lovers of every kind.

Data Analysis Methods in Physical Oceanography, Third Edition is a practical reference to established and modern data analysis techniques in earth and ocean sciences. Its five major sections address data acquisition and recording, data processing and presentation, statistical methods and error handling, analysis of spatial data fields, and time series analysis methods. The revised Third Edition updates the instrumentation used to collect and analyze physical oceanic data and adds new techniques including Kalman Filtering. Additionally, the sections covering spectral, wavelet, and harmonic analysis techniques are completely revised since these techniques have attracted significant attention over the past decade as more accurate and efficient data gathering and analysis methods.

Completely updated and revised to reflect new filtering techniques and major updating of the instrumentation used to collect and analyze data

Co-authored by scientists from academe and industry, both of whom have more than 30 years of experience in oceanographic research and field work

This title was first published in 2002: By exploring Marxian value theory and its relevance to present issues of economic analysis, such as the circuit of social capital, the quantity theory of money, instability and economic crises, and economic exploitation and its ideological disguise, this volume investigates the conceptual links between Marxian and Classical Political Economy. The book poses and discusses questions that have yet to be tackled thoroughly in the English-language Marxian literature, such as Marx's theoretical inconsistencies and the role of Engels as editor and "interpreter" of Marx's writings. In doing so, this excellent text provides a much-needed contemporary re-evaluation of the work of one of the world's most enduring writers.

Outlines the correct procedures for doing FMEAs and how to successfully apply them in design, development, manufacturing, and service applications

There are a myriad of quality and reliability tools available to corporations worldwide, but the one that shows up consistently in company after company is Failure Mode and Effects Analysis (FMEA). Effective FMEAs takes the best practices from hundreds of companies and thousands of FMEA applications and presents streamlined procedures for veteran FMEA practitioners, novices, and everyone in between.

Written from an applications viewpointâwith many examples, detailed case studies, study problems, and tips includedâthe book covers the most common types of FMEAs, including System FMEAs, Design FMEAs, Process FMEAs, Maintenance FMEAs, Software FMEAs, and others. It also presents chapters on Fault Tree Analysis, Design Review Based on Failure Mode (DRBFM), Reliability-Centered Maintenance (RCM), Hazard Analysis, and FMECA (which adds criticality analysis to FMEA).

With extensive study problems and a companion Solutions Manual, this book is an ideal resource for academic curricula, as well as for applications in industry. In addition, Effective FMEAs covers:

The basics of FMEAs and risk assessment

How to apply key factors for effective FMEAs and prevent the most common errors

What is needed to provide excellent FMEA facilitation

Implementing a "best practice" FMEA process

Everyone wants to support the accomplishment of safe and trouble-free products and processes while generating happy and loyal customers. This book will show readers how to use FMEA to anticipate and prevent problems, reduce costs, shorten product development times, and achieve safe and highly reliable products and processes.

The author is an experienced tutor of photography and thus he roundly knows the issues experienced by photography beginners â the new owners of Nikon DSLR.

This e-book clarifies everything you have ever wished to know about the correct work with aperture. The easy step-by-step image guides and exercises will make you understand the impacts of aperture in photography without any unnecessary complicated theory. The author shares his own tips & tricks for the right usage of aperture to make you easily reach your desired results â to have a blurred background in portrait photography and to have a sharpness of all details in landscape shots. Having the experience and knowledge got from this e-book will let you easily set the correct aperture value on your Nikon DSLR under any circumstances.

This title was first published in 2002: By exploring Marxian value theory and its relevance to present issues of economic analysis, such as the circuit of social capital, the quantity theory of money, instability and economic crises, and economic exploitation and its ideological disguise, this volume investigates the conceptual links between Marxian and Classical Political Economy. The book poses and discusses questions that have yet to be tackled thoroughly in the English-language Marxian literature, such as Marx's theoretical inconsistencies and the role of Engels as editor and "interpreter" of Marx's writings. In doing so, this excellent text provides a much-needed contemporary re-evaluation of the work of one of the world's most enduring writers.